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Permission marketing : turning strangers into friends, and friends into customers / by Seth Godin

By: Godin, Seth.
Publisher: New York : Simon and Schuster, 1999Description: xxviii, 255 p. ; 20 cm.ISBN: 9780684856360; 0684856360.Subject(s): Marketing | Customer relationships | Customer service
Contents:
The marketing crisis that money won't solve -- Permission marketing: the way to make advertising work again --The evolution of mass advertising -- Getting started: focus on share of customer, not market share -- How frequency builds trust and permission facilitates frequency -- The five levels of permission -- Working with permission as a commodity -- Everything you know about marketing on the web is wrong -- Permission marketing in the context of the web -- Case studies -- How to evaluate a permission marketing program -- The permission FAQ
Summary: Advocates a form of marketing called "permission marketing", where interactive technology is used to target a company's marketing efforts at consumers who have indicated a desire to learn more about a product. Describes how to initiate, develop and evaluate a permission marketing programme.
Item type Home library Call number Status Date due Barcode Item reserves
Book Book New Zealand
224 PER (Browse shelf) Not for loan CA004313
Book Book New Zealand
224 PER (Browse shelf) Not for loan CA005287
Total reserves: 0

The marketing crisis that money won't solve -- Permission marketing: the way to make advertising work again --The evolution of mass advertising -- Getting started: focus on share of customer, not market share -- How frequency builds trust and permission facilitates frequency -- The five levels of permission -- Working with permission as a commodity -- Everything you know about marketing on the web is wrong -- Permission marketing in the context of the web -- Case studies -- How to evaluate a permission marketing program -- The permission FAQ

Advocates a form of marketing called "permission marketing", where interactive technology is used to target a company's marketing efforts at consumers who have indicated a desire to learn more about a product. Describes how to initiate, develop and evaluate a permission marketing programme.

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